The process of selecting restaurants was different 20 years ago. It involved either asking your coworkers for ideas, looking in the phonebook for suggestions, or just driving around town looking for a restaurant. Now, before we even step foot into a restaurant, we have likely seen the food, the reviews, and the photos. About 75% of diners use social media to choose a restaurant, which has changed the dining landscape for St. George restaurants and likely every other restaurant.
From Word of Mouth to Scroll and Tap
The power of a good restaurant recommendation remains the same, but it takes a new form. The old neighbor recommendation is now a recommendation on Instagram or TikTok. A well-photographed plate of food can get thousands of views and fill up all the reservations for the day. Hospitality technology company Toast found that 35% of diners discover new restaurants through social media. For younger diners, that number is even higher. The importance of social media is more important than ever, especially when it’s used to post food photos, add video content, or share kitchen clips.
What Influences People the Most
When people search for restaurant options in St. George, it’s rare that people just want the restaurant hours and address. In the changed world of food and social media, people look for proof in the form of photos of food and real people posting videos to rate the restaurant and show its atmosphere.
As restaurants push for better presentation, they have to think about diners beyond those sitting at the tables. An even bigger audience has to be considered, the one that dines at home.
Why Marketing Brings “Instagrammable” Dishes
Designing a dish that gets diners excited to take a picture used to be a trend, but now it is a common marketing strategy. A restaurant in St. George that relies on visual marketing and has an excellent social media presence will attract more business than a competitor that relies solely on traditional marketing.
The other social media platforms, like TikTok, have raised the stakes even more. Restaurants can use short-form videos to market their personality and unique story to audiences well beyond their local reach.
Online Reviews Have Standardized Shopping Recommendations
Traditional word-of-mouth recommendations have been replaced by online reviews. Potential diners have to read several reviews before even considering visiting a restaurant, so an active Google Business Profile is necessary to maintain a steady local customer base.
Both positive and negative reviews should be addressed. People want to see that restaurants are taking the time to check in on their customers, and that level of transparency and care is rewarding.
The Bottom Line
If you have ever spent time on a restaurant’s Instagram page to help you choose where to eat, you have become a victim of this phenomenon. Dining has become visually and community-centered like never before.
Showing marketing efforts online is no longer an option for any restaurant in St. George; it has become their entry point.